What is the anatomy of an Amazon detail page?

When you make a search on Amazon, you will see a list of product options appear in the page search results. When you click on one of the product options, you will open the Amazon product detail page for that particular product. This is also referred to as the product listing.

The Amazon product detail page (product listing) contains important product-specific information like the product title, images, description, and price.

For beginners, it’s important to first understand the anatomy of a product detail page. 

Brand name

Brand name shows up right under the product title on a product detail page. It will also link to a page with products under this same brand. If you have a brand store set up, it will link directly to your storefront.

Title

The product title is unarguably the most important part of your Amazon product detail page.

It is the key field that Amazon uses to measure relevance between a product’s detail page and a customer search. This is why it is important to do thorough keyword research to know which relevant keywords to include in the title.

It is also important to note that the title cannot exceed 200 characters, and it cannot include words like “free” or “guarantee.” It also cannot include special characters such as ~ ! * $ ? _ ~ { } # < > | * ; ^ ¬ ¦.

Ratings

This field shows how many global customer ratings (reviews) have been given for a product and the average rating. The product rating information also links directly to the customer review section. This important information shows up right under the product title and brand name.

Best seller badge

The Amazon best seller badge is awarded to the product listing that receives the highest sales compared to any other product for that subcategory.

Price and shipping information

The price and shipping information show right above the "Add to cart" button on the product detail page. Having a reasonable price point and providing free and fast shipping is a crucial decision-making factor for many customers when purchasing a product.

Prime eligibility

If product inventory is fulfilled through Amazon (FBA) and is eligible for Prime shipping, it will show “Ships from Amazon” under the "Buy now" button and include a Prime sticker underneath the price information.

Availability

This field shows if inventory is in stock, if inventory is running low, or the future date that the inventory will be in stock.

Primary image

The primary image is the main product photo that shows in a customer search. It is the first image in the Amazon product image selection. The primary image must have a pure white background and fill at least 85% of the image space. Amazon prefers images to be sized 2000 x 2000 pixels.

Image selection

Amazon allows you to upload nine images to your Amazon product detail page. However, only the first seven images will be immediately visible—unless a customer clicks on an image to see more options. Images play a huge role in sales and conversion as they are the main factor in a customer’s buying behavior.

Product-specific options

This section shows product variations (sometimes known as “child” listings or products). Customers can select the color, size, quantity, and style they desire from the options listed.

Product features

This section is also referred to as bullet points. This is an excellent opportunity to share important features, benefits, usage suggestions, directions, and more to help customers make an informed buying decision.

Buy box

This is the seller featured in the “Sold by” section. Amazon automatically selects the seller that they feel the customer would prefer. Usually, that means the Amazon seller with the fastest shipping, the cheapest price, and/or a higher seller rating.

When a seller ‘wins the buy box,’ it means they are the featured seller on the Amazon product detail page.

Other sellers box

The sellers that are not the featured seller in the buy box can be found here. When the featured seller is out-of-stock, the buy box will feature the seller who’s next in line (according to the algorithm).

“Frequently bought together”

These are the two add-on products that Amazon sees most customers buy together with your product. Amazon reports that the recommended product sections account for around 35% of all Amazon sales!

It’s in your best interest to get as many of your products into this section.

“Customers who bought this item also bought”

These are the most frequently purchased products in relation to a specific product ASIN lookup. Amazon is anticipating what a customer would like to see in order to make more sales.

Sponsored items related to this product

This is where competitors can run product-targeting campaigns to show up on another product’s detail page. This section appears above the customer question-and-answer section.

Product details

The “Product information” section gives important product details like weight, dimensions, reviews, best sellers rank, manufacturer, and the date the product first became available.

This section is created inside the “More details” tab when you edit your product detail page inside your Amazon Seller Central account. Filling out this section with as many details as possible can help you appear in more customer searches and filters.

A+ Content

This is a powerful feature available to sellers with Brand Registry. It allows customers to learn more about your brand and product using rich multimedia content—text, images, graphs, comparison charts, etc. Choose from different module styles to set up your A+ content to fit your preference and brand style.